ASSIGNMENT

Choose a MNC, study the company’s branding strategy for its product in
different countries (at least 4) across the world.

Trade name: Kellogg’s

Type: Public
Industry: Food processing
Founded: February 19, 1906; 114 years ago (as Battle Creek Toasted Corn Flake
Company) Battle Creek, Michigan, U.S.
Founder: Will Keith Kellogg
Area served: Worldwide
Website: kelloggs.com
kelloggcompany.com

Kellogg’s uses a mix of demographic, geographic and psychographic

segmentation to market its 1600 products in around 180 countries around the
world differentiate targeting strategy is used Kellogg’s to make its product
available across different channels .
Customers of Kellogg’s consists of B2C and B2B, mainly people from urban and
metro region are the major customer segments which are targeted by
Kellogg’s.
There are few major steps which Kellogg’s has taken to expend their market in
different countries.
BRAND PORTFOLIO
With over a century behind it, the brand has multiple Brand Extensions& Line
Extensions to its credit. The Below image shows the current brand portfolio of
Kellogg’s across the globe:

Kellogg’s has spread across from packaged breakfast flaked corns, to snacks &
frozen food. Though all the above mentioned products are not available across
the globe in various countries, they are spread out depending upon the
geographical region.

Target market in India

SEGMENTATION
 Kellogg’s although a standard product across United State, in India
  Viewed as an upper class and upper middle class product owing its price
range
 Through across the globe Kellogg’s was available in small packages SKU’s
it was launched years after its entry into India.
TARGETING
 Children: With product like chocos and fruit loops , the target audience
was children
 Working adults: For most of the working adults, breakfast being the
crucial meal which is always taken on the run so for a quick breakfast,
Kellogg’s launched many a flavoured variety of Kellogg’s (such as
strawberry, vanilla, chocolate) etc. to cater to the Indian sweet tooth.
 Special K: With the younger generation moving towards a healthier
lifestyle, Kellogg’s launching Special K as a product to replace staple food
as a healthy meal came as a good move. The audience was shown to be
the young working generation.
 Oats & Muesli: This product caters to the health conscious & is the
alternate for cornflakes as provided by the company.

POSITIONING
 In India, Kellogg’s has not been positioned as a mass product, it
appeals to cater to the upper middle class & the upper class,
especially the working adults or the two working parents & two
children family.
  It was initially positioned as a breakfast item, but never clicked in
India to that extent. Eventually it found a place in the Indian home
and has been trying to positioning itself as an evening snacks for
children when returning from school or a healthy alternatives for
hunger pangs.

CRUNCHY NUT RESTURENT IN UK

In 2012 & 2013, Kellogg’s decided to open a Crunchy Nut Restaurant in
Manchester Arndale Shopping Centre in UK. In 2013, the restaurant
served 9,049 consumers over a 12 day period. Most of the staff was free
and around 8000 50% off coupons were distributed. Customers were
invited to leave a feedback on social medial channel

CRUNCHY NUTS GRANOLA 2-STAGE DOOR-DROP SAMPLING CAMPAIGN:

In 2013, the Crunchy Nuts Oat Granola product was promote din UK using a 2-
stage door-drop sampling campaign. The first stage consisted of door-drop of
branded bags to 907435 targeted homes in 1014 postal sectors (carefully
selected as to target an audience of 18-45 age group). These bags offered the
consumer a free pack of CNOG, and to accept they had to tick a box and leave
the bag on their door-step for the following morning. The second stage of the
campaign consisted of filling the bags (of households who had chosen to opt-
in) with a free full-size packs of Crunchy Nut Oat Granola. The campaign was a
success with the below figures justifying the same: 6.4% repeat purchase by
existing customers, £155.500 of extra sales & 64.800 in units.
SOCIAL MEDIA PRESENCE:
Kellogg’s has been using Twitter, Pinterest & Facebook profusely for
promotions & campaigns. On Facebook, Kellogg’s has multiple pages for
multiple of its products, rather than a single page for the brand. Hence it uses
the various pages to achieve its sales and promotion.
On Twitter & Pinterest Kellogg’s has been running various campaigns. A few
successful & a few which had to be retracted. Listed below are a few of the
campaigns.
Pay for Eats with Tweets:
Kellogg’s Tweet Shop was opened in SoHo in London. It sold Special K Cracker
Crisps. The shop employed girls dressed in the same red colour dresses as the
ones shown in the advertisements, thus keeping with their brand consistency.
The catch here was that the customers didn’t have to pay for the crisps with
cash. They could tweet one out the three tweets listed below in return for the
crisps.
 Tweet 1: Guilt-free snacking with new, moreish Special K Cracker Crisps.
Only 95 calories per bag #tweet shop #spoons
 Tweet 2: Special K has gone savory! 3 flavours to try: sea salt and
balsamic vinegar, sweet chili, sour cream and chives #tweetshop #spons
 Tweet 3: Love new Special K Cracker Crisps- everything you want from a
crisp, nothing you don’t #tweetshop #spons.
Kellogg’s launched the Open for Breakfast campaign in the US earlier this
year.
The company describes the initiative as an “open forum in the digital and social
media space to hear what’s on peoples’ minds and share stories about
Kellogg’s branded food, its commitments to communities around the world
and its pledge to care for the environment.”
The company is inviting consumers to engage with the brand by asking
questions through social media & openforbreakfast.com. The company is also
using this platform to highlight facts & statistics about the nutritional benefits
of their products.

Kellogg brings Cheez-it Crackers to Canada

Kellogg Canada has brought its Cheez-It brand of crackers north of the border
to answer demand for more snacking occasions.
Already the top-ranked brand the U.S. cracker category, Cheez-It plays in a
salty snack and cracker category that is worth roughly $2.3 billion (according to
Nielsen). That category is expected to grow by 3% annually, according to
Christine Jakovcic, VP of marketing and nutrition at Kellogg Canada. But
beyond that, she adds that there has been a “cult-like” demand for the brand
here.

When it comes to Kellogg’s portfolio in particular, Jakovcic says the number of

“snacking occasions” throughout the day is growing among consumers. Cheez-
It gives the company a chance to capture more of those occasions, as well as
grow its presence in the cracker category, joining brands like Town House, Club
and Zesta, which are typically occasion-based or consumed in conjunction with
other foods and dips, as opposed to being a snack on their own.
Kellogg has predicted a high degree of consumer demand for Cheez-It, and the
launch campaign has been scaled up to match. To promote the launch, Kellogg
Canada is launching a fully integrated campaign with in-store displays, point of
sale material, shelf media, coupons and samples across major grocery,
convenience and gas retailers across Canada. The shopper marketing is meant
to disrupt shoppers with impactful displays including shelf blades, bookshelves,
pre-packs, corner posts, stacker cards and totems meant to drive trial with
both visibility and messaging that focuses on a simple thing Cheez-Its can
deliver: crunch.
“We know consumers desire crunchy snacks in a growing number of snacking
occasions throughout their day,” Jakovcic says. “Cheez-It has a long history of
driving category growth with delicious, crisp and crunchy offerings and is
uniquely positioned to capitalize on consumers’ need for crunchy snacks. We
don’t really think of ourselves as competing with a specific cracker
manufacturer, but rather competing for share-of-mouth wherever and
whenever consumers are craving a delicious, cheesy, crunchy snack.”
In particular, Kellogg is looking to reach consumers looking for an indulgent
snack. At launch, Cheez-It will be offered in Original and Hot & Spicy flavours,
while the rippled and more chip-like Cheez-It Crunch will be offered in Sharp
White Cheddar and Zesty Cheddar Ranch, the top-performing flavours in the
U.S. market. While the campaign is focused in-store, it also includes TV, digital
and social elements.

SUBMITTED BY- NEHA SINGH

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